Editor’s Note: This is a Guest Post by Nilesh Patel, CEO of Leadsquared
Wouldn’t it be wonderful if you could sift through all the thousands of leads sitting in your database, and reach out first to the ones who’re already interested in you?
That’s exactly what measuring ‘lead engagement’ makes possible!
The lead engagement score is a time-bound measure of a lead’s interest in your business, as demonstrated through their behavior on your website, blog, emails, marketing campaigns, etc.
The lead engagement index is the percentage of engaged leads (out of the total leads) in your system.
Many marketing automation platforms, like LeadSquared, allow you to define rules on the basis of which the ‘engagement score’ and ‘engagement index’ are calculated for each lead in the system.
Engagement Score v/s Lead Score
Engagement scoring is different from lead scoring. While the first is a ‘current’ and time-bound measure of the quality of interactions a lead has with your business, the second is broader as it is not limited by a time period.
Both of them are typically calculated by assigning specific scores to different types of lead behavior – for example, +2 for an email open, -4 for unsubscribing from your emails, +8 for signing up for a webinar, etc.
However, the lead engagement score takes into account only the activities that occur in a specifically defined period (say, 30 days). The lead score, on the other hand, takes into account every activity that the lead performs.
Let’s say you have two leads in the system, each with a score of 250 points. Without the engagement score, you might be misled into believing that both should be given equal priority.
However, the first lead might have engaged with you 2 years ago and earned all those points, while being inactive currently. The second lead, on the other hand, might have been captured only a week back and shown active participation.
Clearly, the second one needs to be much higher on your priority list, and this is the critical insight that measuring lead engagement offers to you.
How Your Sales Team Can Use Engagement Scores
Your sales team can use engagement scores to identify sales-ready leads. This can save them the time and effort of calling all the leads in your database in an arbitrary order. Using the engagement score, they can approach the leads that are actually interested in your business, first.
For instance, in the above screenshot from the LeadSquared portal, the engaged leads can be easily identified by the red dot against them. The ones with a grey dot against them are disengaged, so approaching them can be postponed or even ruled out.
Measuring engagement can also reap rewards for businesses that have repeat customers. Suppose you sold a travel package to a customer 2 years ago. Now, if they start browsing through your website or opening your emails again, it could mean that they are interested in buying from you once more. If your Sales team identifies this renewed interest from their engagement score, they’ll be able to approach him and close the deal faster.
How Your Marketing Team Can Use Engagement Scores
Your marketing team can use the engagement scores to identify which sources (such as Google Ads, Facebook Ads, blog, Quora, etc.) are bringing in the most engaged leads for you. This can help them optimize their investment, and put money in the sources that bring in leads with the highest chances of conversion.
Also, the engagement scores can help your marketing team direct their nurturing campaigns. For example, if you notice that the lead engagement index is 30%, it indicates that your follow-up campaigns to maintain and better your leads’ interest in your business, are not performing well. Armed with this knowledge, your team can revamp their campaigns to up the lead engagement, and thus, their chances of conversion.
To conclude, it can be said that measuring the engagement of your leads is critical to get the best out of your sales database, as well as from your marketing campaigns.
Disclaimer: This is a guest post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamwire and the editor(s).
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